Retail Vision Leiden Region 2025

Assignment
Economie071, a collaboration of six municipalities (Leiden, Leiderdorp, Zoeterwoude, Voorschoten, Oegstgeest, and Katwijk), business associations, and educational and research institutions, asked RMC to develop a regional retail vision for the Leiden region. From RMC’s perspective, the primary focus should be on optimally serving the consumer. Retail areas need to focus on their function for the consumer: whether as a recreational, grocery, or goal-oriented shopping area.

Approach
The goal is to answer the question: how and where will consumers shop in 2025, and what does that mean for the development of the 41 retail areas in the Leiden region? This will be achieved through five key components:

  • DNA of Retail Areas (BSR model of SmartAgent)
  • RMC Benchmarking Method to compare retail areas objectively
  • Current Footfall Flows measured through Wi-Fi sensors, to track visitor movement and exchanges between retail areas
  • Vision on Retail Trends throughout the entire process
  • Interactive Workshops where all stakeholders are involved, from analysis to conclusions

Result

  • A retail structure for 2025 with decisions made for specific retail areas
  • A vision for recreational, grocery, and goal-oriented shopping
  • Regional-level political agreement on the Retail Vision Leiden Region 2025
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What are others saying?

We are very satisfied with the services and reports provided by RMC, which give us valuable insights into the footfall and visitor flows in Haarlem City Center. Using these valuable insights, we can implement our marketing campaigns more effectively. This results in widespread benefits not only for us, but all sectors of our city.

Alexander de Rover

Marketing and Communications Officer, Haarlem Marketing.

The choice for RMC was a logical one for us, as it best aligned with our needs and the available budget. We are very satisfied with the collaboration so far and look forward to getting even more out of the reports in the future. The monthly reports help us understand where our visitors come from, allowing us to target promotions more effectively in surrounding neighborhoods. With the visitor profiles, we can further refine our marketing efforts.

Jorge van Vliet

Commercial Manager of The Hague Markets, Gemeente Den Haag

The RMC reports provide us with direct information on the correlation between activities in the city center and the deviation in footfall resulting from these events. Aside from this it allows our entrepeneurs to gain reliable insights into consumer behaviour. Most notably where, when, and how long visitors stay in Sneek. If you want to make a difference, this information is crucial.

Jan Siep van den Bos

City Center Manager of Sneek, Vereniging Ondernemend Sneek

    What are others saying?

    We are very satisfied with the services and reports provided by RMC, which give us valuable insights into the footfall and visitor flows in Haarlem City Center. Using these valuable insights, we can implement our marketing campaigns more effectively. This results in widespread benefits not only for us, but all sectors of our city.

    Alexander de Rover

    Marketing and Communications Officer, Haarlem Marketing.

    The choice for RMC was a logical one for us, as it best aligned with our needs and the available budget. We are very satisfied with the collaboration so far and look forward to getting even more out of the reports in the future. The monthly reports help us understand where our visitors come from, allowing us to target promotions more effectively in surrounding neighborhoods. With the visitor profiles, we can further refine our marketing efforts.

    Jorge van Vliet

    Commercial Manager of The Hague Markets, Gemeente Den Haag

    The RMC reports provide us with direct information on the correlation between activities in the city center and the deviation in footfall resulting from these events. Aside from this it allows our entrepeneurs to gain reliable insights into consumer behaviour. Most notably where, when, and how long visitors stay in Sneek. If you want to make a difference, this information is crucial.

    Jan Siep van den Bos

    City Center Manager of Sneek, Vereniging Ondernemend Sneek

      info@rmc.nl

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